Question 1

Content is where the brand communicates while contact is where the brand connects with the audience.

Accepted Answer

Content refers to the messages, information, and media that a brand uses to communicate with its audience, while contact is the actual interaction or engagement between the brand and its audience.

Question 2

The Brand Opportunity Index (BOI) is calculated by dividing the BDI by the CDI.

Accepted Answer

The Brand Opportunity Index (BOI) is calculated by dividing the Brand Development Index (BDI) by the Category Development Index (CDI), but it's not a direct division; rather, BOI is a conceptual tool used to identify the potential for brand growth within specific markets or categories, often involving more complex analysis than a simple division.

Question 3

Behavioral targeting is most common in traditional media rather than digital media.

Accepted Answer

Behavioral targeting is most commonly used in digital media, where online user behavior and data can be easily tracked and analyzed. Traditional media, such as television and print, have limited capabilities for behavioral targeting.

Question 4

Consumers connected through a generational cohort often have similar profiles with regard to demographics, history, and emotion.

Accepted Answer

Consumers belonging to the same generational cohort are typically born in the same time period and share similar life experiences, cultural events, and historical milestones. These similarities often lead to shared values, beliefs, and preferences, which affect their behavior and purchasing decisions. Therefore, it is true that consumers connected through a generational cohort often have similar profiles with regard to demographics, history, and emotion.

Question 5

The Pareto Principle states that 80% of the audience represents 20% of the consumption.

Accepted Answer

The Pareto Principle actually states that 80% of the effects come from 20% of the causes. However, it is often applied to other areas, such as stating that 80% of sales come from 20% of customers.

Question 6

Audience fragmentation has made the channel planning manager's job of reaching large numbers of consumers quickly much easier.

Accepted Answer

Audience fragmentation means the audience is divided into smaller groups with different interests and behaviors, making it harder for channel planning managers to reach large numbers of consumers quickly.

Question 7

In order to create a relevant SWOT, you should always start with the marketing objective in mind.

Accepted Answer

It is important to start with the marketing objective in mind as it helps in identifying the internal strengths and weaknesses as well as the external opportunities and threats that can impact the achievement of the objective.

Question 8

Insights for the SWOT analysis should be derived from the media objectives rather than the situation analysis.

Accepted Answer

Insights for the SWOT analysis should primarily come from the situation analysis, which provides a comprehensive overview of the internal strengths and weaknesses, as well as the external opportunities and threats, by examining the current market, competitive landscape, and internal capabilities. Media objectives are derived later and are more focused on how to communicate effectively with the target audience.

Question 9

Strengths and weaknesses are considered external factors in a SWOT while threats and opportunities are considered internal factors.

Accepted Answer

This statement is incorrect. Strengths and weaknesses are considered internal factors, while threats and opportunities are external factors, in a SWOT analysis.

Question 10

The sales per distribution point analysis is a common way to determine where your brand is performing well but might have distribution weaknesses.

Accepted Answer

This statement is true. The sales per distribution point analysis allows you to identify which locations or channels are generating the highest sales for your brand, and can also reveal where distribution gaps may exist.

Question 11

All media have the same break-even point when it comes to purchase media at the national or local level.

Accepted Answer

The break-even point for national and local media purchases can vary depending on a variety of factors, including the size of the audience, the cost per impression, and the desired reach and frequency of the campaign. Factors like these can also impact the potential return on investment for media buys, making it important to carefully consider the specific goals and budget of a given campaign when deciding whether to purchase national or local media.

Question 12

Doing competitive media analysis allows you to come up with a strategy that copies your competition and makes media planning easy.

Accepted Answer

Doing competitive media analysis allows you to identify the strengths and weaknesses of your competition, as well as opportunities for differentiation. Simply copying your competition's strategy would not necessarily lead to success and may not be the best approach for your brand. Instead, competitive media analysis can inform your overall media strategy and help you make informed decisions about how to effectively reach your target audience.

Question 13

Because competitive data is available for all brands it is easy to create this type of analysis regardless of the size of your client's business.

Accepted Answer

Access to competitive data varies greatly depending on the industry, the specific competitors, and the resources available to a business. Smaller businesses may have more difficulty obtaining detailed competitive data compared to larger corporations with more resources.

Question 14

Two common forms of online competitive analysis are CPM rate comparisons and search engine marketing (SEM) rank comparisons.

Accepted Answer

CPM rate comparisons and SEM rank comparisons are two common forms of online competitive analysis.

Question 15

The first quarter is always the most competitive when it comes to advertising while the fourth quarter usually sees a drop in advertising.

Accepted Answer

The fourth quarter is often the most competitive time for advertising due to the holiday season, where companies increase their advertising efforts to capture holiday shoppers, contrary to the first quarter which can see a slowdown after the holiday season.

Question 16

Package goods benefit the most from weather changes at any time of year.

Accepted Answer

Package goods are not affected by weather changes.

Question 17

Flexibility, consumer susceptibility, and the rate of advertising are all considerations for scheduling media.

Accepted Answer

Flexibility, consumer susceptibility, and advertising rates all play a role in determining the best schedule for media advertising. It's important to take into account these factors in order to effectively target the desired audience and maximize the impact of advertising efforts.

Question 18

In media planning, a fiscal year and a calendar year are considered the same thing for each client.

Accepted Answer

A fiscal year and a calendar year may not always align for every client. Some clients may have a fiscal year that starts in a different month than January, so it would not be the same as a calendar year.

Question 19

Media planners are fond of geo-targeting because it faciliates unique CRM opportunities.

Accepted Answer

Geo-targeting allows media planners to target specific geographic areas with tailored marketing messages, increasing the likelihood of engaging with a desired audience and building a stronger customer relationship through personalized communication.

Question 20

To create a relevant SWOT you can focus solely on marketing elements and do not yet need to consider communication elements.

Accepted Answer

A SWOT analysis includes both internal and external elements that may affect an organization's marketing and communication strategies. Therefore, it is important to consider both marketing and communication elements when creating a relevant SWOT analysis.

Quiz 7: Media Planning and Strategy: A Comprehensive Guide